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No End in Sight for the Online Video Upside

Are we there yet? Apparent not, the video growth journey continues. ComScore released May 2008 data from their Video Metrix service, reporting that U.S. Internet users viewed more than 12 billion online videos during the month, representing an increase of 45 percent versus year ago.

In May, Google Sites once again ranked as the top U.S. video property with 4.2 billion videos viewed (representing a 35 percent share of all videos viewed), with YouTube.com accounting for more than 98 percent of all videos viewed at the property. Fox Interactive Media ranked second with 778 million videos (6.4 percent), gaining 1.3 share points versus April.

Yahoo! Sites ranked third with 347 million (2.9 percent), followed by Microsoft Sites with 246 million (2.0 percent). Hulu.com, a joint venture of NBC and Fox featuring full-length broadcast TV programs, debuted in the tenth position with 88 million videos being viewed (0.7 percent).

Nearly 142 million U.S. Internet users watched an average of 85 videos per viewer in May. Google Sites also attracted the most viewers (83.8 million), who watched an average of 50 videos per person. Fox Interactive attracted the second most viewers (60.8 million), followed by Yahoo! Sites (40.2 million) and Microsoft Sites (29.5 million).

Key findings from ComScore study include:

- 74 percent of the total U.S. Internet audience viewed online video.

- The average online video viewer watched 228 minutes of video.

- 82.2 million viewers watched 4.1 billion videos on YouTube.com (50.4 videos per viewer).

- 54.8 million viewers watched 703 million videos on MySpace.com (12.8 videos per viewer).

- 6.8 million viewers watched 88 million videos on Hulu.com (13.0 videos per viewer).

- The duration of the average online video was 2.7 minutes.

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